1. The
Segments

2. ?
what’s the
DEALIO

3. Provides insight about
differences in donors and groups
them into like-minded categories

4. Why
Segment ?

5. Donor Acquisition
Tailor message to specific groups
Donor Retention
Create more relevant messaging
Donor Donations
Understand differences = greater revenue

6. ?
Why’s it not
Happening

7. Just don’t want to
No Information
No Appreciation
Don’t know how

8. But
HOW ?

9. Geographic Demographic Segment size
Psychographic Behavioural

11. Demographics
Key statistical characteristics of the market
AGE Gender Income

12. BUT...
• Broad and doesn’t consider emotional factors
• People look similar but behave differently
Based on:
Financial Ability
Attitude
towards
cause

13. Psychographics
How Do People Act, How they interact with causes,
opportunities to interact
Personality Lifestyle Social Class
Introvert, extrovert, Active achiever, pleasure Working class, Middle
highly determined, seeker, values, class, Upper middles,
authoritarian, sociable And beliefs, Lower uppers Etc

14. Behavioural
Profile based on emotions, lifestyles, personalities,
attitudes and interests
Benefits User Purchase Occasion
Why purchase a certain Patterns of usage, Occasion for which they
product Heavy, occasional, medium purchase product
Benefit they receive and non-users Location of transaction

15. Combining the
Elements

16. Can’t rely on just Demographic, Psychographic and Behavioural
Non -Profits can develop their own Segments
Starting point is GEnerations
Generation Y Generation X Baby Boomers

17. BABY BOOMERS
DEM OG RAPHICS DONATE:
BORN: $4.6 billion
1946‐1964
POPULATION: AMOUNT:
8.7 Mil $725 average annual
AGES: contribu;on
48 – 66
PSYCHOGRAPH IC S
• Keep their origins and
childhood dreams in
mind • Boomers want to make a Involved on a personal level and
• Want to recreate their want to see impact of their
difference more directly in
“golden years” as they dona;ons (greater
begin to re;re the causes they believe in
transparency)
17

18. BEHAVIOURAL
 Interact with non‐profits by e‐mail and
read charity updates online
 Fastest growing user group on Facebook
 Driven to a website by tradi;onal media,
like a print ad
 49% of seniors (consumers who are 66 or
older), rely on personal emails to direct
them to sites
 Rely on a referral on social media like
Facebook’s Sponsored Stories
 Skep;cal about adver;sing claims and want
to bounce them off your friends

19. It’s time for an
Activity !

20. hWp:// hWp://
www.youtube.com/ www.youtube.com/
watch?v=uqfxmWbelcQ watch?
v=ASPDeS3_54U
Video 1
Video 2
hWp:// hWp://
www.youtube.com/ www.youtube.com/
watch?v=61kHpmenkT8 watch?v=7L2fsubA2‐c
Video 3 Video 4

21. Demographic Psychographic Behavioural
Age Personality Benefits
Lifestyle User
Gender
Social Purchase
Income Class Occasion

22. Thank
You!